News of the collaboration has received a mixed response on social media, leaving some baffled and others excited. There will also be a new cafe in Birmingham’s flagship Primark branch touted to be “world’s most Instagrammable Greggs”, open from February 12. The Sun", "Sun", "Sun Online" are registered trademarks or trade names of News Group Newspapers Limited.

What was it, for example, that brought bakery chain Greggs and fashion retailer Primark together to collaborate on sausage roll T-shirts and branded sliders? It’s this insight that Oscar Mayer leveraged when it made the decision to shoot the campaign for its ‘Hotdogger’ uniforms – worn by those operating its infamous Wienermobile – also against the backdrop of Fashion Week, this time New York.This use of underlying message creates a connection much stronger than advertising, with consumers (literally) able to wear your brand with pride. Photograph: Greggs/Primark The Greggs-Primark collaboration works ‘because British culture has a soft spot for Greggs’.

For novelty merchandise to be successful, the brand must toe the line between self-awareness and confidence in the brand’s identity. Yet even the most ardent of Greggs fans might have been surprised with the latest breaking news about their favourite ‘blitz pastry’ seller: Greggshas announced a first-of-its-kind collaboration with high street value operator, Primark.The partnership focuses on the cocoa supply chain and sees the ice cream brand join Tony’s Chocolonely’s mission to make chocolate 100% slave free. For KFC, the collaboration was aimed at tapping into a younger demographic and creating a range people could wear at festivals.